WorksheetsMarketing Research Quiz Part I
Total questions: 23
Worksheet time: 13mins
Data obtained from marketing research is used to
Identify marketing opportunities
Solve marketing problems
Implement marketing plans
Monitor marketing performance
All of the above
Marketing research is important because it helps
determine consumers' attitudes and preferences
test product features
determine market size and growth potential
All of the above
Businesses that do not pay attention to what consumers are buying and why are likely to make costly marketing mistakes.
True
False
Only large businesses use marketing research.
True
False
Marketing information systems is a set of procedures and methods that regularly generate, stores, analyzes, and distributes information for use in making marketing and other business decisions.
True
False
What data can be included in marketing information systems?
Customer profile data (buying behavior, shopping patterns, customer demographics, lifestyle research)
Company records (sales results, expenses, supplier data, production schedules)
Government data (price trends, new regulations and laws)
All of the above
Database marketing or customer relationship marketing (CRM) can be obtained from internal and external sources.
True
False
Loyalty Rewards program is an example of what type of database marketing or customer relationship marketing (CRM)?
Internal
External
Database marketing or Customer Relationship Marketing (CRM) is the process of designing, creating, and managing customer lists.
True
False
Quantitative research answer questions such as this:
How many? or How much?
Why? or How?
What type of marketing research is this:
* Focuses on smaller numbers of people (usually fewer than 100) and it relies heavily on in-depth interviews
Quantitative Research
Qualitative Research
What type of marketing research is this?
* Gathers information from large numbers of people. Relies heavily on surveys or questionnaires to obtain information.
Quantitative Research
Qualitative Research
Which one of these statements is an example of qualitative research?
20% of survey respondents bought ice cream today
50% of people in New York strongly enjoy pizza
"I like a lot of toppings on my pizza - cheese, sauce, pepperoni, olives"
On average, respondents rate their grocery store a 3.5 out of 5
Attitude Research or Opinion Research is designed to obtain information on how people feel about products, services, companies or ideas.
True
False
What are examples of Attitude Research or Opinion Research?
Satisfaction studies through mail surveys
Opinion polls for politics
Focus groups
All of the above
Focus groups are what type of research?
Quantitative research
Qualitative research
Market intelligence is concerned with what?
The size and location of a market
The competition and the segmentation within the market for a particular product or service
The size and location of a market, the competition, and the segmentation within the market for a particular product or service.
Sales forecasting attempts
to estimate the future sales of an existing product
to predict the future economic conditions of a city, a region, a country, or other part of the world.
Economic Forecasting relies heavily on
economic statistics and trend indicators
popular consumer trends
Media research studies
brand awareness
advertising recall
brand image
effectiveness of advertising copy
all of the above
Reach in media terminology refers to what?
Refers to the number of people exposed to a particular medium's communication at least once during an advertising campaign
To the average number of times the targeted audience was exposed to a given message during the media planning period, usually a four-week period.
Social media advertising effectiveness is measured based on
social listening
website visits due to social media campaign
sales
all of the above
Product research consists on evaluating product design, package design, product usage, and consumer acceptance of new and existing products.
True
False
